Purely Diamonds Review

Purely Diamonds, a British family-run business founded in 1979, operates from Hatton Garden in London. Known for offering made-to-order diamond jewelry, they cut out the middleman, providing lower prices by manufacturing in-house. They have two showrooms, one in Hatton Garden and another in Manchester, allowing customers to see pieces in person and receive expert advice.

In-House Manufacturing and Customization

Purely Diamonds designs and manufactures their jewelry in-house, which helps reduce costs compared to retailers that source externally. Their collection includes engagement rings, pendants, earrings, and more, available in various customizable options such as carat weight, metal color, and diamond clarity. This flexibility, combined with their made-to-order model, ensures buyers get pieces tailored to their preferences at competitive prices.

Website and Imagery

The Purely Diamonds website is easy to navigate, with a clean layout that features essential information. They also have a YouTube channel showcasing their manufacturing processes, adding a layer of trustworthiness. The imagery is mostly high-quality, with options to see how different diamond sizes affect the overall look of the jewelry. However, this consistency does not extend across all product pages, as some items lack multiple views or detailed images.

Diamond Quality and Certification

Purely Diamonds claims their diamonds are certified by GIA or IGI, but specific certification information isn't always readily available on product pages, which may be a drawback for online buyers wanting transparency. Certification is only provided for diamonds over 0.25ct and of at least G color, which means not all purchases come with complete assurance before payment. Additionally, there’s little information about conflict-free sourcing beyond a basic stamp at the bottom of the website.

Customer Service and Guarantees

Customer service is a strong point for Purely Diamonds, with options to contact them via phone, email, or WhatsApp. They also offer in-person appointments at their UK showrooms. Positive Trustpilot reviews frequently mention helpful customer interactions and high-quality pieces. Purely Diamonds provides a 60-day return policy and financing options, adding convenience for prospective buyers.

Final Thoughts

Purely Diamonds provides an impressive selection of customizable, high-quality diamond jewelry at competitive prices. Their direct-to-consumer approach and made-to-order model are commendable, and their dedication to craftsmanship is evident in their designs. However, a lack of transparency on certification and limited product imagery are drawbacks that could be improved. For those wanting complete diamond quality assurance, other online retailers like James Allen or Whiteflash may be better alternatives.